Alasdhair Willis Officially Appointed Chief Creative Officer of adidas

Sportswear giant adidas officially appoints Alasdhair Willis as its new chief creative officer. Willis, who is also the husband of Stella McCartney and co-founder of Wallpaper* Magazine, was previously the creative director of British outdoor and footwear brand Hunter up until 2020. His role with adidas will be to shape, define and shepherd the creative direction of adidas’ three major labels – Performance, Originals and Sportswear.

The strategic move is part of the sportswear brand’s motion to unify the adidas brand experience. On top of reshaping the image the brand, Willis is set to be adidas’ global creative lead, focusing on developing the creative culture in the company, as well as empower teams across all design functions. Stepping into the creative role, Willis is eager to take adidas to greater heights. He stated,

“Stepping into a permanent role at adidas and evolving our partnership is a great privilege and feels like an incredibly exciting and natural next step.

The power and influence of the brand on sport, sports culture, and beyond is immeasurable. I welcome the opportunity to help establish a new era of design and brand leadership at adidas and, together with the team, take adidas to even higher levels.”

Willis has been well acquainted with the brand over the years, as he was an integral part in the development and launch of adidas by Stella McCartney. Besides adidas by Stella McCartney, his many years in the industry has provided him with as strong understanding of consumer behavior and the inner workings of brands and labels in different categories. He has also held a lead role in developing some of adidas’ most iconic material innovations.

It remains to be seen how Alasdhair Willis will shape the future of adidas as chief creative officer.

In other fashion news, Louis Vuitton’s Handle Soft Trunk bag makes a permanent return to the collection.